The Sixth Credo:
“It is impossible to be too strong at the decisive point”
In 1996 the Nissan account team was briefed to review the U.S. automotive market. The Saturn no-haggle fixed-price policy had created a huge amount of awareness and noise, and considerable popular support—to the extent that General Motors had rolled out the same program as part of the sales promise for others of their brands. As part of the account team's fresh immersion in the market, then, mystery shops were conducted among several dealerships for each of the various General Motors brands that offered, if not the whole Saturn customer treatment philosophy, then at least the “no dicker sticker.”
In the mystery shops, Saturn was everything it promised, and everything the consumers in focus groups had extolled it as being: low pressure, extremely courteous, attentive when required, and invisible when not. Not a shiny suit or a cheap joke to be had.
Oldsmobile, another division of General Motors, offered the same no-haggle pricing deal, but the shopping experience proved a little different. The young woman who was to be the mystery shopper walked into an Oldsmobile dealership in Los Angeles and found only one salesman available. The salesman was at his desk, deep in what appeared to be an amusing private conversation on the telephone. So the shopper
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Publication information: Book title: Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders. Contributors: Adam Morgan - Author. Publisher: Wiley. Place of publication: New York. Publication year: 1999. Page number: 138.
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